Orchestrating a Revolution: How ROCO is Redefining the Classical Music Experience

When ArtsHub first meets ROCO chamber orchestra Founder and Artistic Director Alecia Lawyer over the Zoom screen, it's clear this Juilliard-trained oboist and arts entrepreneur takes a disciplined, yet joyful approach to what she does. As Lawyer describes her award-winning not-for-profit arts company, it's evident that ROCO goes against the standard rules of arts programming in numerous ways, charting an enviable path in the US arts scene as a small-to-medium outfit that punches well above its weight.

Revolutionizing the Classical Music Experience, One Audience at a Time

Energizing the Arts Experience

ROCO's approach to classical music performance is anything but traditional. Lawyer explains that the company actively encourages its musicians to showcase their personalities and bring high energy to the stage, eschewing the formal black attire typically associated with orchestras. Instead, ROCO's musicians don "fancy, fun and bright clothes" to celebrate the audience and create a vibrant, engaging atmosphere. This high-energy approach is a key strength of the company, and it's no surprise that it helps ROCO secure an impressive 95% of its funding through philanthropic sources alone. Lawyer's natural salesmanship and ability to connect with potential donors have been instrumental in this success.ROCO's commitment to making classical music accessible and enjoyable for all is further reflected in its unique ticketing model. By offering many of its concert tickets on a Pay-What-You-Wish basis, the company ensures that financial barriers don't prevent anyone from experiencing the magic of live orchestral performances.

Personalizing the Offering

One of the ways ROCO stands out from the pack is its meticulous focus on its audiences' needs. Unlike traditional arts organizations that prioritize the art form over all else, ROCO places a strong emphasis on the background elements of its shows to maximize accessibility and convenience for its audiences.This includes offering 5 PM Saturday evening performances, which Lawyer explains are the perfect time for people to attend a concert and then go out for dinner afterwards. The company has also found a creative solution for parents with young children, partnering with a local church to offer "Parents' Night Out" events. During these concerts, parents can drop off their kids with childcare providers, allowing them to enjoy the performance while their children participate in music-related activities and watch a portion of the show from the balcony.

Future-Focused and Fit for Purpose

ROCO's commitment to expanding the reach of classical music extends beyond its concert halls. The company's ROCO on the Go initiative brings recordings of its live performances to public and community spaces throughout Houston, making the music accessible to a wider audience. By placing QR codes that link to these recordings in parks, trails, and even oncology departments, ROCO is breaking down barriers and bringing the arts directly to the people.Lawyer's vision for ROCO is rooted in a simple yet powerful philosophy: "Connection is my drug." She believes that by allowing the musicians to bring the "messiness of human life" onto the stage and be themselves, the audience can connect with a sense of vulnerability and authenticity that keeps them coming back. This focus on fostering genuine connections between the performers and the audience is at the heart of ROCO's mission, and it's what sets the company apart in the ever-evolving landscape of classical music.